The Revenue Formula
This podcast is about scaling tech startups. Hosted by Toni Hohlbein & Raul Porojan, together they look at the full funnel. With a combined 20 years of experience in B2B SaaS and 3 exits, they discuss growing pains, challenges and opportunities they’ve faced. Whether you're working in RevOps, sales, operations, finance or marketing - if you care about revenue, you'll care about this podcast. If there’s one thing they hate, it’s talk. We know, it’s a bit of an oxymoron. But execution and focus is the key - that’s why each episode is designed to give 1-2 very concrete takeaways.
Show episodes
AI in go-to-market is mostly bullshit. In this episode, Toni talks with Koen Stam, a senior sales leader at Personio and creator of GTMOS. They break down where AI is actually helping in sales, marketing, and customer success, and where it’s falling apart. They talk about why “AI SDRs” don’t live up to the pitch, why o
Everyone dreams about taking their company global. But most teams have no idea how hard it really is. In this episode, Toni sits down with Shantanu and Koen from Personio to talk about why expanding into new markets can easily sink your go-to-market strategy. They’ve both helped companies like Gong, LinkedIn, and Perso
Most companies still hire salespeople wrong in 2025. They rely on resumes, gut feeling, and vague interviews instead of testing real skills. In this episode, Raul and Toni explain why that approach fails and how to replace it with a system that actually works. They break down a practical process to identify what you re
What does the future AE look like in the age of AI? Toni and Raul break down how AI could transform sales productivity, reshape go-to-market structures, and create the $5M ARR AE. From hyper-optimized workflows to the rise of the “celebrity AE,” this episode explores three new models that redefine what top performance
James Roth, CRO at ZoomInfo, joins Toni to break down how AI is reshaping go-to-market. From the collapse of inbound demand to the rise of intelligent outbound, he explains how teams can stay efficient, use AI without the hype, and turn data into real impact. We also talk about ZoomInfo’s $1.2B ARR growth, the myth of
Feeling burned out or stuck in your job? Chris Walker says the real problem might not be your boss or your paycheck, it’s the frequency you operate in. In this episode, he shares with Toni how trusting his intuition led him to sell Refine Labs and step away from the company he built, and why he believes we’re leaving t
